Autonomous taxi coping with tourism mobility stress and protecting the environment: travel group types and generational comparisons

Purpose The purpose of this study is to explore the adoption of autonomous taxis (AT) in tourism, emphasizing the influence of tourism mobility stress, travel group type and generational differences on travelers’ behavioral intentions. Design/methodology/approach This study employed four scenario-based experiments with 199 participants, utilizing an extended Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) model. The scenarios varied by stress level and travel group composition to reflect realistic tourism mobility contexts. Findings The results indicate that solo travelers experiencing high levels of tourism mobility stress have a more favorable perception of AT compared to family travelers. Effort expectancy emerged as the most significant predictor of behavioral intention, underlining the importance of intuitive and user-friendly AT systems. Generational differences were also observed: younger travelers prioritized hedonic aspects of AT use, while older travelers were more concerned with trust and perceived risk. Originality/value By extending the UTAUT2 model to include tourism-specific factors such as tourism mobility stress and traveler demographics, this study enhances its real-world applicability in the context of AT adoption. The findings provide practical insights for AT service providers and policymakers, emphasizing the need for tailored strategies to promote user acceptance and support sustainable mobility within the tourism sector.